1.
Looking for trade
information
Cairo, March 2018
Understand your target market

2.
Overview
• Identify relevant information
in systematic market
research
• Gather, record, analyse and
understand market
information
Objectives
• Organise your desk research
following the 9Ps framework
• Discover new institutional
sources of information

3.
Why should you gather trade information?
Explore business opportunities
Spot evolution trends in foreign markets
Foresee other changes
Develop and adopt new strategies

4.
Conducting Market Research
GATHERING
Collecting appropriate data
RECORDING
Clear and organized records of findings
ANALYSING
Making sense of information
UNDERSTANDING
Consequences for customers and the market
Systematic
and
Organized

5.
Source of information: field research vs desk
research
FIELD RESEARCH
Collecting original or
primary data
Interviews, survey,
observation, experiments
PROS: Specific to the firm
and up to date
CONS: Expensive and time
consuming
DESK RESEARCH
Use of data that has already
been obtained, analysed
and used for other purpose
PROS: Inexpensive, not
time consuming
CONS: May be out of date
and not specific to the
user’s needs

6.
Obtaining the necessary information
Information must be:
• Comprehensive
• Up to date
• Cost-effective
• Reliable:
– Who wrote it and where did he/she get the information
– Why was it written?
– How was it written?

7.
Take advantage of the Internet
PROS:
Communication:
 Distance is not an issue
 The World is your client….and
your competitor
Time vanishes:
 Immediate response is possible
 Real time perspective of the
market
Wealth of information available
CONS:
Source and content overload
 Not always easy to identify
credible/pertinent information
 e.g. non-identified institutional
attachment
Not all information is free of
charge...
 Highly value-added information
is costly!
Visible vs. Invisible web

8.
Three approaches to desk information gathering
Publications
• Bulletin: print, electronic
• Market briefs, reports
• Newsletters
• Directories
Web Site/Portal/Search
engine
•Databases, catalogs
•Virtual Reference Desk
•Magazine, Press
•FAQs
Information Centre/
Library
• Inquiry/Reply
• Reference Desk
• Circulation, Loan
• CyberSpace
Reactive Interactive
Proactive
Alert systems
• Current Awareness
• Selective Dissemination
• Email alerts
• RSS (Really Simple
Syndication)
Collaborative tools
Web 2.0
• Users
• Partners
• Staff
• Social media
Regular Consultations
• Direct Contacts
• Surveys
• Seminars
• Awareness events

9.
Trade information : institutional websites
http://www.cbi.eu
http://www.iccwbo.org/
http://www.tfocanada.ca
http://www.jetro.go.jp
http://www.buyusainfo.net
http://www.switzerland-ge.com/
http://www.intracen.org/
http://exporthelp.europa.eu
http://www.austrade.gov.au/Export http://www.export.gov/
http://www.sdi.co.uk
http://www.dubaichamber.com

10.
www.intracen.org

11.
ITC’s Market Analysis Tools (MATs)

12.
Trade information : international
market research companies
www.dnb.com
www.ipsos-mori.com
www.lexisnexis.com
www.tnsglobal.com
www.euromonitor.com
www.eiu.com
www.emeraldinsight.com
www.mintel.com
www.lucintel.com

13.
Navigating the CBI website
www.cbi.eu

14.
CBI Market Intelligence Platform
www.cbi.eu/marketintel_platform
1. Select a market sector

15.
CBI Market Intelligence Platform
www.cbi.eu/marketintel_platform
1. Select a market sector
• Competition
• Market Trends
• Channels and Segments
• Legal and non-legal requirements
• Tips
• Promising export products
• PDF downloads with reading time
2. Select a type of market
information that interests you

16.
Conducting Market Research
GATHERING
Collecting appropriate data
RECORDING
Clear and organised records of findings
ANALYSING
Making sense of information
UNDERSTANDING
Consequences for customers and the market
Systematic
and
Organized

17.
Recording sources effectively
Collecting information is not difficult
Assessing the right source is key
Then processing, analysing and organising adequately the information is
difficult part
Having a method is the key
Market Research Checklist

18.
Structure your research of trade information
• Be prepared, stick to the subject and avoid getting off the track.
• Remember: always focus on
“what you need to know” versus “what is nice to know”
• Take regular breaks and time yourself
For example, every hour with a moment of reflection by asking yourself:
• What was I looking for?
• What did I collect so far? Do this by skimming the documents.
• How and where does this information fit in one of the 9Ps?
• If it is useful and reliable?
• What is worthwhile to print out for reading?
• Can I find this out from somewhere else (by field research, reports from
business information providers)?

19.
Record your findings using the Market Zoom – 9 Ps

20.
Conducting Market Research: Next steps
GATHERING
Collecting appropriate data
RECORDING
Clear and organised records of findings
ANALYSING
Making sense of information
UNDERSTANDING
Consequences for customers and the market
Systematic
and
Organized

21.
Let’s recap…
By the end of this section you should have a good understanding of:
• Where and how to look for trade information on Internet
• How to organise your research following the 9Ps